"It's a challenge to strive for a goal using a five-year plan that ends in 2008. Due to intensive competition from global airlines, we will need to introduce new aircraft that can provide greater comfort, and a more relaxing travel experience," said Kawin Asawachatroj, vice president for in-flight products and services.

In 2002, a customer survey carried out by an independent firm, Sky Trax, found THAI's overall in-flight services had fallen to 10th place from being the world's 5th best.

That year, three travel magazines - Business Traveller, Conde Nast Traveller and Travel & Leisure - all downgraded THAI.

While that came as a shock, the airline realised it had to quickly tackle the situation.

The result was the implementation of a strategic plan that strives to get THAI up to fourth ranking for overall service and in third place in the business traveller category.

The plan also seeks to make THAI the third-best airline in the travel and leisure segment.

Kawin said THAI was now considering a new plan for in-flight products and services. It wants to upgrade the items it provides as well as amenities for passengers.

It is also looking for new innovative items as well as better-quality food on its global flights.

"After an intensive improvement programme, the result was a marked increase in business class passengers, rising from minus 50 per cent the year before", said Kawin.

He acknowledged that new types of aircraft could be a major help in improving services, but THAI's finances limit the scope of such purchases. Buying new aircraft also entails a lengthy procedure, he said.

However, the airline plans to replace its 21 Airbus A300-600 aircraft for regional flights, as half of them are relatively old.

Economy class is another large investment item. THAI is considering whether to provide mini-TVs that air news and entertainment shows.

Kawin said the airline also wanted to strengthen its food and beverage and cabin attendant services to better compete against its rivals.

The carrier's catering now provides more than 4,000 items for all flights.

Passengers flying first class and business class can now place orders a day in advance from a choice of 12 set courses.

Meanwhile, THAI is expanding its "chef onboard" campaign on various routes after initiating the idea two years ago.

The airline earlier joined Oriental Hotel, Shangri-La Hotel and top restaurants to create special menus.

Between May and July this year, THAI is teaming with the Four Seasons Hotel to offer special cuisine on its European and US routes, as well as on flights from Australia to Bangkok.

The airline now flies 18 million passengers a year - 80 per cent of them foreigners - said Kawin.

It is also paying more attention to crew relations with local passengers after receiving poor feedback and mounting criticism about discrimination, with local flyers feeling ignored and unattended.

Suchat Sritama,

Patcharee Lueng-uthai

The Nation